BrewDog is launching a major multi-platform marketing campaign to showcase the new era under Tilray ownership.
The campaign includes large-format outdoor advertising, digital screens in high-traffic areas and a letter from Tilray, BrewDog’s new owner, in 70,000 print copies of City AM, outlining Tilray’s commitment to BrewDog’s future, including renewed investment in the brand, its people, bars and brewing heritage.
Aiming to draw a line under the past while keeping BrewDog’s “bold, irreverent personality front and centre”, the creative carries the stand-out lines BrewDog fans and customers expect from the brand, including ‘No More Cunning Stunts. Just Great Beer’ alongside Punk IPA, ‘We’ve Flipped the Bird’ alongside Wingman and ‘A Little Less Allegation’ alongside Elvis Juice.
To support the campaign, BrewDog will offer high-impact promotions and activations across supermarkets, on-trade, convenience, BrewDog bars and online.
In October, convenience retailers will be able to buy cases of Punk IPA and Hazy Jane at strong promotional pricing in participating wholesalers, giving them a timely reason to stock BrewDog’s leading beers and pass the saving on to shoppers. High-impact depot and in-store visibility will aim to drive distribution and rate of sale.
Irwin D. Simon, chairman and chief executive officer of Tilray Brands, said: “This is BrewDog’s first major campaign in a long time and it is only the beginning. Since acquiring BrewDog, Tilray has moved quickly to put real capital, focus and operating discipline behind the business, including nearly £50m of investment across operations, working capital, people and the platform needed to support growth. BrewDog is one of the biggest and most recognised beer brands in the UK and across Europe, and we see tremendous opportunity to re-energise it, strengthen its connection with consumers and build it into an even bigger global business. We are proud to keep brewing BrewDog beer in Ellon, proud to honour its Scottish brewing heritage and fully committed to backing the people, beers, bars and brewing excellence that make BrewDog such a great beer brand. This campaign is a clear signal of our commitment to the brand, and it is one of many investments we intend to make as we drive BrewDog’s next chapter of growth.”
Since acquiring BrewDog, Tilray said it has invested £50m to stabilise business operations and has reopened 16 BrewDog bars, including an industry-first community bar in Inverurie, Scotland. It has also strengthened its growth platform through new partnerships and high-profile brand moments, including a partnership with Underbelly, a five-year official beer partnership with Leicester Tigers, the £1m World Cup bar tab and Park IPA, a summer out-of-home campaign with Deliveroo that put 20,000 cold cans of Punk IPA into consumers’ hands.
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